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In spite of all the proven advances of contemporary medicine, certain people are attracted to alternative or “holistic” cures and practices. Many of these do no harm. As one cancer specialist noted in the past year, people receiving cancer treatment will often try meditation or vitamins too. When such a practice is in addition to, and not instead of, evidence-based treatment, this is typically not a concern. If it lessens distress, it can be beneficial.

The Proliferation of Digital Health Figures

But the explosion of online health influencers presents problems that authorities and regulators in many countries have not fully understood. A recent inquiry into one such business offering membership and advice to pregnant mothers has exposed dozens cases of late-term fetal deaths or other severe injury involving mothers or birth attendants associated with it. While the company is based in North Carolina, its influence is international.

“Across whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” as stated by a expert of midwifery.

Understanding the Risks and Background

Giving birth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The risks are not well understood due to a absence of reliable information. Childbirth can be a frightening prospect, and excellent care is not guaranteed. In England, a shocking recently published report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Criticisms of medical systems and particular, longstanding issues with maternity care are in many cases justified. A significant number of the women spoken to for the inquiry had in the past undergone distressing births.

Distrust and the Spread of Misinformation

But while mistrust of established systems may be based on experience, it has also become a fertile ground for other influencers seeking converts to their unconventional methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in disseminating lies about vaccines and fuelling paranoia about government advice.

Concern is growing that such beliefs are gaining more general purchase. One paper given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the facade of an anti-establishment community lies an operation that coaches women as social media influencers as in addition to birth attendants. The group does not claim to be a certified medical provider.

The Need for Safeguards and Improvements

There is no going back to a time when doctors were assumed to know best. Vast quantities of scientific research are made available online and many people use these to positive effect. But there is also a need for safeguards from poor advice. It is widely understood that the algorithms used by tech companies reward more extreme content.

In the UK, improvements to childbirth care are urgently needed. They should include the choice of home birth and the availability of data to support women in making decisions. Policymakers and organizations including the World Health Organization should also develop strategies for the online information landscape so that evidence-based healthcare is not compromised.